Dove is known for creating emotionally touching ads, particularly for those included in the Real Beauty campaigns. Dove's latest addition to break traditional beauty stereotypes is a play called Body & Soul.
The theatrical production features 12 "real women," none of whom have any modeling or acting experience, and all of which are over 45. The goal of the play is to "help change the way society thinks about beauty and aging."
Implications - Despite the fact that auditions are now over, women in the general public still have an important role to play -- Canadian women are being encouraged to host "Pro-Age" parties, where women engage in real conversations about their bodies, imperfections and all.
Kudos to Dove for aiming to improve women's self-esteem.
What Makes This Trend Stand Out
- Pro-age Movement
- Dove's 'Body & Soul' play is part of a larger pro-age movement that challenges traditional beauty stereotypes and promotes positive self-esteem for women over 45.
- User-generated Content
- Dove's call for women to host 'Pro-Age' parties encourages the creation of user-generated content and real conversations about body image.
- Non-traditional Casting
- Dove's decision to cast 'real women' with no modeling or acting experience in their play opens up opportunities for non-traditional casting in the entertainment industry.
Sectors Adopting This
- Beauty and Cosmetics
- The pro-age movement presents opportunities for beauty and cosmetics brands to develop products and campaigns that promote positive self-image and inclusivity for older women.
- Entertainment
- The success of Dove's 'Body & Soul' play and the positive reception to non-traditional casting suggests an opportunity for the entertainment industry to diversify casting choices and tell more authentic stories.
- Event Planning
- The concept of 'Pro-Age' parties introduces a new type of event for event planners to organize, centered around empowering conversations about body image and self-esteem.
